The Future of Intelligent Responsibility: Crafting a Brand Strategy for 2021.AI
Brand strategy for 2021.AI
2021.ai is a curated AI platform and frontrunner in the responsible use of AI technology. Based in Copenhagen, they approached us in the summer of 2022 seeking assistance with the brand strategy.
To address their needs, we embarked on a comprehensive process to determine the optimal brand architecture for 2021.AI. As soon as the portfolio's architecture was established, we looked into uncovering the brand DNA of 2021.ai in an AI market.
The market of AI
The AI market is witnessing substantial growth, driven by increasing adoption across industries, significant investment, and a wide range of applications. As the technology continues to advance, the market's expansion is expected to accelerate, bringing transformative changes to businesses and society as a whole.
As AI becomes more pervasive, there is growing awareness - and concern - about ethical considerations, including transparency, privacy, bias, and accountability. In this market 2021.ai has always emphasised responsible AI practices to ensure the technology is used ethically and for the benefit of society and the future.
Identifying the right Brand DNA for 2021.ai
Drawing upon the market knowledge and understanding of 2021.AI's position, we conducted a workshop with the employees to uncover the brand's DNA. By tapping into the collective knowledge and insights of the team, we explored the core identity and values that define 2021.AI.
In collaboration with the employees, we identified the brand DNA as "Shaping the Future with Intelligence” (by responsibly enhancing human decision-making). The brand DNA acts as a constant source of inspiration, urging the organization to consistently uphold responsible practices when dealing with artificial intelligence while always being the thought leaders in the intelligent use of AI. The DNA ensures stakeholders that they operate in the most effective and ethical manner possible, setting a high standard in the industry. By adhering to this DNA, 2021.AI establishes itself as a trusted and responsible leader in the field of AI.
Once the brand DNA was identified, our next step was to define 2021.AI’s Strategic Pillars. These pillars are crucial in establishing their position in the market and ensuring that all their actions are aligned with the brand DNA. By carefully crafting these strategic pillars, 2021.AI can build a strong foundation that guides its decision-making, operations, and future growth.
Welcome to a future where intelligent responsibility drives innovation.